For many hotel chains, the loyalty programme is an integral part of business and the Middle East has witnessed a variety of initiatives for generating repeat business in 2011.
對於許多連鎖酒店集團而言，忠誠客戶計劃是事業體不可或缺的一部份，而 Hotelier Middle East.com 在2011年已見證許許多多類似的方式去賺取常客的生意。

However, the following three chains don’t have loyalty programmes, but they do reward their most loyal guests in their own unique way… here’s how:
然而，以下三個連鎖酒店集團卻未採用會員制，但他們仍能以最獨一無二的方式回饋他們最忠誠的客戶─ 以下是他們所採行的方式：

1. The Peninsula Hotels 半島酒店集團
“We don’t have a customer loyalty programme, but we operate an extensive guest recognition programme to ensure that guests’ needs, requests and preferences are taken care of in each of our hotels. In this way, we can ensure that the fullest extent of our quality service will reach our guests,” explains Jean Forrest, general manager, marketing of The Peninsula Hotels.
半島酒店行銷總經理 Jean Forrest 解釋說:「我們沒有顧客忠誠計劃，但我們採用全面的顧客識別計劃來確保客人的需求、要求及喜好都在我們旗下每一間酒店照料完善。憑藉此方式，我們能確信我們的全面高品質服務能傳達到我們客人。」

“All our staff are trained to be attentive, sensitive and observing. Information about guests’ special preferences and requests is screened and recorded carefully into guest profiles which are shared across all Peninsula hotels in a secure manner.
「我們所有的員工皆訓練具有體貼、敏銳及善於觀察的特質。所有關於顧客特殊喜好及要求的資訊均被善加分類及記錄於顧客檔案中，而這些資訊皆以保密的方式分享於全球半島酒店之中。
There is a team of guest relations representatives at each hotel who study guest profiles in detail days before guest check-in to ensure rooms are well prepared and every need is anticipated. A returning guest visiting another Peninsula Hotel for the first time will be recognised and treated as a returning guest.”
在每一家半島酒店裡都有一組客戶關係代表的團隊，他們的職責在於每日研讀客戶檔案以確保客人於入住前的客房準備完善且每項需求也先預想到。對於一位某家半島酒店的常客首次造訪另一家半島酒店仍舊會被辨別出來，並以此家酒店常客來款待。

2. Four Seasons Hotels and Resorts 四季酒店集團
“Research conducted with our guests has shown us that loyalty programmes are not the primary reason for choosing luxury hotels,” explains Antoine Corinthios, president of Europe, Middle East and Africa.
歐洲、中東暨非洲區域總裁 Antoine Corinthios說明：「針對我們顧客所做的研究顯示客戶忠誠計劃並不是選擇高端奢華酒店的主要理由。」

“Personal recognition has always been, and continues to be, critical to our guests. Formal recognition programmes are something we will continue to evaluate, while principally being guided by what we are hearing from our guests. Our approach to growing repeat business is to concentrate our efforts on providing the personal recognition we know our guests value most.
「個人化辨識計劃對於我們的顧客而言向來都是，未來也仍舊是極其重要的。制式的辨識計劃我們仍會持續評估採行，而我們從客人所獲得的回饋原則上也採用。我們增加常客的方法是專心致力於提供"熟知顧客價值的個人化辨識" 」

This recognition is often expressed through tangible acknowledgements of appreciation for their loyalty. We’ll keep listening to our guests and will continue to provide the recognition they’ve told us is most important to them,” asserts Corinthios.
Corinthios 堅定地說：「這辨識方案常以實質的回饋與謝禮來表達對忠誠客戶的感謝。我們會持續不斷地傾聽我們的顧客及提供他們提及且重要的辨識計劃。」

3. Mandarin Oriental 文華東方酒店集團
Christoph Mares, director of operations, Europe, Middle East and Africa, explains Mandarin Oriental’s philosophy regarding customer loyalty: “We believe that true loyalty comes from the heart, not necessarily from the mind and we don’t believe that a true luxury brand such as ours, should operate a ‘points and prizes’ programme. We have the ability to recognise our guests’ needs, wants and preferences on property and deliver recognition of those through the interaction with our colleagues.
歐洲、中東暨非洲區營運協理 Christoph Mares 解釋文華東方酒店對於顧客忠誠度的哲學：「我們深信真正的忠誠來自於心而未必來自於理智，而且我們不相信一個真正的奢華酒店品牌，比方如文華東方酒店，應該採用集點兌獎的會員制。我們有辨識客人對於酒店的需求、所願及喜好的能力，並傳遞經由客人與同事間互動所致的反饋之辨識成果。」

This tends to drive a far deeper loyalty than a traditional, mass transit type of loyalty programme.”
「這樣的方式比較能驅動較為長遠且深沉的忠誠度，相較於傳統且大眾傳輸形式的客戶忠誠計劃而言。」